Automated Marketing - HubSpot Sales, Marketing and Service Hubs

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Source Homes needed to reach potential customers prior to the awareness stage. Property owners needed an introduction to the concept and benefits of current solar energy technology. I created a campaign that started with compelling advertising designed to capture leads in the early awareness stage, then nurture those leads with engaging, informative content in order to deliver qualified buyers to the SunSource sales team. Customers then became a resource for continuing to spread the message of the benefits of solar and providing referrals.

​THE CHALLENGE
SunSource utilized the Salesforce CRM and contained little information on the website. Customers and leads were not segmented, data tracking and entry was manual, and the organization lacked established communication methods. Ownership wanted a deep understanding of marketing spends and lead sources, but no methods were in place for attribution tracking. 

​THE SOLUTION
I identified HubSpot Marketing Hub as a tool to attract, then build and maintain relationships with customers while providing extensive tracking and reporting. I was charged with managing and executing HubSpot across the Marketing, Sales, Operations and Customer Service departments.
HUBSPOT IMPLEMENTATION OVERVIEW
  • Managed and executed data migration from Salesforce to HubSpot
  • Set up and trained personnel on marketing, sales and service hubs
  • Created a two-stage sales pipeline
  • Created a 50+ step project management pipeline​
  • Created and managed hundreds of custom properties to track customer details, equipment and installation progress.
  • Developed a customer service pipeline and customer portal utilizing the HubSpot NPS surveys to proactively monitor customer relationships
  • Strategized and developed workflows to automate internal and external communications and tasks
  • Created automated communications to create efficiencies for sales, operations and customer service
  • Trained personnel on utilizing the HubSpot
  • Created easily accessible assets for sales and customer communications
  • Established detailed lead tracking system, utilizing creative solutions such as Zapier to populate and track leads from offline and unsupported services
  • Created extensive custom reporting, including custom dashboards for various departments and individuals
  • Performed extensive data analysis on leads and profit
  • Created drip email campaigns and complementary paid advertising campaigns
  • Strategized inbound marketing content
  • Created landing and web pages
  • Optimized ads and landing pages through A/B testing
  • Set up chat bots and live chats
  • Created playbooks for schedulers and sales teams, walking them through vital questions and prompting appropriate resources to send customers
  • Customized views, reminders, and required fields based on user role​ ​
HUBSPOT ACCOMPLISHMENTS
  • Invited by HubSpot to participate in beta testing of new features and provide use case input for consideration when developing new products
  • Asked by HubSpot to speak with product managers, sharing SunSource use cases and feature ideas to help the HubSpot development team evaluate customer challenges and needs
  • Creatively solved gaps in HubSpot capabilities such as devising ways to run real-time reports calculating ROIs (including a calculated profit margin) and linking it to campaign costs, including offline spends